Exploring the Role of Sustainable Al in Enhancing Efficiency and Ethical Practices in Marketing

Exploring the Role of Sustainable Al in Enhancing Efficiency and Ethical Practices in Marketing

Aadith S, Anantha Krishna G,
Department of MBA, Lovely Professional University

INTRODUCTION

In an era where sustainability and technological innovation drive global agendas, incorporating Artificial Intelligence (AI) into marketing presents a unique opportunity to enhance both efficiency and ethical alignment. Sustainable AI refers to the creation and application of AI systems that are energy-efficient, socially responsible, and aligned with broader environmental and ethical objectives (Vinuesa et al., 2020). As marketing strategies increasingly rely on data-driven insights, integrating sustainable AI allows companies to reduce their carbon footprint while maintaining a competitive edge (Bender et al., 2021). This intersection of technology and ethics has significant potential to redefine marketing practices in an evolving digital landscape.

Beyond mitigating environmental impacts, sustainable AI emphasizes transparency, fairness, and inclusiveness in marketing strategies. AI-powered solutions can detect biases in advertising, optimize resource allocation, and tailor campaigns to diverse audience needs (Floridi et al., 2018). By leveraging these approaches, marketers can foster trust and brand loyalty while adhering to ethical standards. As consumers become more aware of the social and environmental consequences of their purchasing decisions, sustainable AI enables companies to align marketing strategies with evolving expectations (Jobin, Ienca, & Vayena, 2019).